what marketers need to know

I am a huge home person who loves to shop online from home. However, the problem with buying an item online is that I can’t try it on, measure it, or get a good feel for the product until it arrives at my doorstep. So, before deciding to buy, I always check the features of the product to make sure it is right for me.

A woman with a credit card is on her laptop and is looking at product specifications before making a purchase.

Product attributes play an essential role in the decision-making process for buyers. They are also important for marketers when promoting or advertising a product. Read on to learn more about product features, their importance, and how to incorporate them into your marketing strategy.

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What are product features?

Product Attributes vs Product Benefits

Why do you need product attributes

product attribute example

Use product attributes in your marketing strategy.

Product attributes fall into two categories: tangible and intangible. Tangible attributes are physical attributes that the senses can perceive, such as color, shape, size, and texture. Intangible features are features that cannot be seen by looking at or holding the product.

For example, take a look at this Victrola record player system.

Tangible product characteristics of the Victrola record player system include its red color and retro design.image Source

Tangible features of this record player include its red color and retro-inspired design. Intangible features will be Bluetooth capability and recording software that allows buyers to convert vinyl to MP3s.

Product Attributes vs Product Benefits

While product attributes describe products, product benefits describe what customers stand to gain from the product. For example, let’s go back to the record player example.

As I said earlier, one product feature of the record player is its Bluetooth capability. One product advantage is that this capability allows users to wirelessly stream their favorite music.

Why do you need product attributes

Including product attributes helps consumers get a feel for your product and what it can do for them. Attributes also influence the decision of a potential buyer and allow them to properly weigh their options while looking for a product that suits their needs.

Helpful product features can improve the customer experience by making their decision-making process more manageable.

Product attributes are also important because they can increase your brand’s discoverability online. marketers can and Needed Include keywords in the product attribute description so that people searching for these terms are more likely to find your product.

product attribute example

Below are some tangible and intangible product attributes of several companies and brands.

1. Quality

Quality is an important product attribute to include in your marketing because consumers want products that they trust will work. Product reviews, manufacturing data, and use of sustainable materials are just some of the ways you can demonstrate product quality.

An example of a quality product feature can be seen in this cat tree made by FRISCO. The cat tree is described as a “heavy-duty tree” that’s made with sisal posts and “allows your cat to climb, play, nap, and scratch just the way they like.” designed for.”

best for: When your target consumers want a long-lasting, sustainable product or a high-quality customer experience.

Screenshot of the cat tree's product features.image Source

2. Design

Design refers to the appearance of the product. For example, the sapphire engagement ring below features a cushion-cut sapphire, a 14-karat yellow gold band, and “dazzling twists of round diamonds” for a “spectacular design.”

best for: When aesthetics and style are core values ​​for your consumers. This is also a great opportunity to optimize for keywords. For example, the description of the ring included key search terms such as “cushion-cut,” “amethyst,” and “yellow gold band.”

Screenshot of product features of amethyst ring.image Source

3. Price

Price is an excellent feature to include in your product description, especially if you are emphasizing how much the consumer can get at a cost-effective rate. For example, Canva mentions that it offers free use of its design tools and lists everything that users can access at zero cost.

best for: When your product is available at a lower price than your competitors or your product is available in budget-friendly options.

Screenshot of product features of Canva's pricing tiers.image Source

4. Verification and Security

Again, consumers want reassurance that your product is dependable, reliable and safe. One way to prove those points is to include verification and security features. Philly’s Finest Roofing, a Philadelphia-based roofing company, proves its credibility by emphasizing its 40 years in business and its status as a certified roofing company. It also has the company’s license number on its website for potential customers to verify.

best for: If security and reliability are top concerns for your target audience.

Screenshot of product specifications from Philadelphia Roofing Company.image Source

5. Marketing Claims

Marketing claims are product attributes that refer to the performance of your product, and they can be in the form of statistics or data. To generate an accurate and compelling marketing claim, brands invest in research groups and customer surveys.

An example of a marketing claim is Lysol’s promotion that its products kill 99.9% of germs.

best for: Showing how your product outperforms competitors or highlighting its effectiveness.

Screenshot of product specifications for Lysol wipesimage Source

Use product attributes in your marketing strategy.

Product attributes help consumers make confident and informed decisions about their purchases. They also contribute to an easier and more enjoyable customer experience.

Most importantly, they build trust in your brand and help ensure that you’re getting your products to the right people. To better market your product and delight your customers, incorporate product attributes into your strategy.

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